When you want to stand out from other law firms online, it can be difficult when it comes to writing engaging blog content that instantly hooks someone in. Visitors to your page want to read things they can identify with, and usually are coming to your page looking for a solution to problems they have.
While this may seem like a huge undertaking, there are a few simple ways to amplify how your content can appeal to readers.
1. Use Conversational Tone
Conversational writing is when it feels like you are having a one-on-one conversation between your audience and you. It’s real and relevant. Certain phrasing and language can build a type of intimacy between you and the reader. You’re able to convey messages more easily and build a stronger bond with potential clients.
When more of your personality shows through your writing, it adds a human element to the content rather than stiff jargon. Being able to write with your own natural flow is much easier than having to write something formal and far less likely to be interrupted by writer’s block.
2. Be Relatable to Your Audience
It’s important to factor in what type of audience will be viewing your blog posts. Being relatable to the reader and using specific language for their case can help with familiarity to the subject and pique interest to read on.
Creating goals and recognizing your motives behind your blog post can create a guideline of what angle to write from and what you are trying to achieve. You can ask yourself:
- What are your law firm’s values and what do you wish to achieve?
- What are your clients looking for when visiting your blogs?
- What do you have to offer to make a client’s life better?
Being authentic and providing valuable information along with similar experiences is one of the best ways to open up to any future clients.
3. Use Multimedia
Blogging is all about providing quality content for your readers and doesn’t stop with just writing alone. Using multimedia is a great way to both simplify and enhance your written content. Videos, slideshows, audio, and images are engaging, easier to digest, and help break up large portions of text. By combining multiple types of media, you’re able to create one single resource full of information that more people will be interested in rather than having to use multiple sources for content.
Images and videos can drive traffic to your page, as search engines not only scan through written content but also the keywords and keyphrases attached to your media. Search engines value different types of media, as it has more useful content for a reader, allowing more people to find your content through search results.
4. Make It Easy to Read
Your content should always pass the ‘skim test’. Adding bullet points, lists, and headlines help get your point across more quickly and easier to digest. Try to avoid long, rambling paragraphs, and stick to shorter sentences so your client doesn’t feel like they have to read through a novel. Besides breaking up sentences and paragraphs, there are stylistic choices that also make your blog easier to read:
- Font choice: It’s better to opt for larger fonts that help with readability. Paragraphs can be off-putting, especially with a small font that is harder to read.
- Headings: Subheadings tend to enhance your page visually and aid in the comprehension of your post. Other than stylistic choice, headings organize the content of your blog that helps search engines structure a hierarchy for searchability.
- Lists and bullet points: Look, even right now we’re using bullet points! Adding these helps break up information and offers more space between paragraphs. Readers can categorize the content easier and scan over to absorb the information faster.
- Links: Adding links can add depth to the topic you’re writing about, offer credible sources that back up your writing, and create more time spent on your page when you link to other blog posts of yours. Law firms can easily use links to explain certain laws or link to other blog posts talking about relative topics. When using links, try weaving them into your sentence, rather than just using ‘click here’ at the end. Links offer a way to quickly gain pieces of important information and stand out in your post when skimming through.
5. Write Now, Edit Later
As mentioned before, writing with a conversational tone is easier and offers more flow. This may come with a few mistakes in the meantime, but allowing mistakes to happen while you’re on a roll can offer good structure to a paragraph. Once finished with a post, read through everything out loud. By reading out loud, you can hear how your sentences work together and see how the flow reads. Sometimes how something sounds versus how you have typed it translates differently. When you’re finished writing down everything that comes to mind, you can make corrections and restructure sentences later.
Creating the Best Law Firm Website
Increasing traffic on your website and expanding your law firm digitally can seem like a daunting task when you don’t know where to begin. At Conroy Creative Counsel, we help law firms thrive and expand their reach online with impactful designs and a deep understanding in marketing and content strategy. Contact us today for effective strategies and create a competitive advantage to stand out from the rest.